List building

[388] How much content should you give away for free?

Sharing valuable free content that answers your ideal customers/clients questions can be a great way to generate leads and sales for your business. Publishing regular blogs, podcasts, videos and social media content helps people get to know, like and trust you - so when they do have a need for a product/service like yours, you’ll be the first person they think of. This approach is generally referred to as content marketing. 

But how much content should you give away for free? Is it possible to give away too much free content? And how do you separate the content you give away for free from your paid content e.g. online courses, membership sites and ebooks?

That’s exactly what I cover in this podcast episode. Along with tips on how to ensure your free content is leading to sales. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

There are two broad schools of thought on how much content you should give away for free as part of your marketing. Some people believe you should give away your best content for free. If people find your free content useful, they’ll be far more likely to want to invest in your paid content. It is possible to share tons of information and advice in a blog post or on a podcast. It’s not so easy to provide help with implementation. So people are willing to pay for access to you, so you can give them more personalised feedback on how the information/advice applies to them. The greater the access, the more you can generally charge (which is why 1-2-1 consultancy is more expensive than joining a membership site or buying an online course, for example). 

People will also pay for ease of access. For example, you could find most of the information I share in my Build Your Online Audience programme in my blog posts, podcasts and social media posts. But do you have the time to cruise around my website/social media platforms looking for relevant content and/or figure out what order you should tackle it in? Probably not. 

Others believe you should share what to do but not how to do it. For example, if you teach podcasting, you could share the steps someone might need to take to launch a podcast . But you wouldn’t explain exactly how to do it. So you might give people a list of the podcasting sites their show should be listed on, but the tutorial on how to do that would be inside your paid course.

Personally I believe in giving your best content away for free. This allows you to build authority - which is crucial when people are deciding if they want to do business with you. Anyone can say they are an expert, but can they prove they are an expert? Publishing regular content on your expert topic allows you to do that. 

People often worry that if they give away their best free content, they won’t bother buying the paid content - because they’ve already learned everything they need to learn. They are generally worrying unnecessarily. 

For example, one of my clients - a stylist - was concerned that her free email lead magnet (a ‘what to wear’ guide for different body types) but deter prospective clients from booking a session with her. Would everyone feel like her lead magnet had helped them so much they didn’t need her? But while the guide might be useful that is unlikely to be the case. For example, I would probably be classed as pear-shaped, but although I have a short body and long legs (for a very short person). Which means not all advice for classic pear-shapes would apply to me. And I would consider hiring a professional for advice (and have done in the past). 

Realistically, there is only so much depth you can go into in a blog/vlog, podcast or social media post. Often you can give the first step (and sometimes that’s all people need). But if people need the second, third and fourth step - and they want it tailored/personalised for them - that’s where your paid content comes in. It feels like the natural next step, should they want to take it. 

If your audience feels as if you’re deliberately withholding information from them. As if your attitude is: ‘I’ll only share that if you pay me’ they may start to lose trust in you. Which is why I would encourage you to share your content freely - and focus your energy on turning that interest into sales. 

With that in my mind, here are my tips on turning your free content into sales:

1. Make sure each piece of content you create leads to a paid product or service.

For example, I have a free podcast episode on how to launch a planner for your industry . This is a useful piece of content, but if you need more depth and detail, I have a 90 minute masterclass, which includes templates/checklists for pricing your planner, writing your sales copy and testing whether your planner will sell.

2. Sell visibly and sell often

If you give away tons of free content but only make the occasional sales offer, you may be at risk of what the sales expert Jessica Lorimer refers to as Baby Bird Syndrome. This is when your audience gets addicted to your free content. So when you withdraw the supply - or ask them to pay - they get fretful. Some may even lash out at you in anger. To avoid this, they must see you making regular sales and understand that if they want help with implementation (as opposed to information) they must pay for that.

You may have noticed I sell every podcast episode, and on Insta - every day. 

3. Make sure your free content delivers tangible results 

If people get a tangible result from using your free content, they are much more likely to want to buy your paid products. For example, people often message me to say they have listened to my podcast episode on how to use hashtags to build your audience and seen a significant rise in their engagement on Instagram. While this is a significant and tangible win, it isn’t going to fix all their Instagram problems and/or answer all their questions. If they join my Build Your Online Audience programme, not only do they get access to more in depth content, they also get to ask me questions about how my advice applies to them. 

One of the biggest objections people have about buying an online course/membership programme is ‘will I get results?’. If you’ve given someone a small win through your free content e.g. a lead magnet or paid podcast episode you’ve already overcome that objection - they KNOW you can get them results. So instead of worrying about whether you are giving too much away, you should be focusing on how to offer them the next step. 

Podcast shownotes

  • What is content marketing and how can you use it to attract clients and customers (3:42)
  • How much of your content should you give away for free? (6:45)
  • Why you should give your best content away freely (7:40)
  • Why people will still pay for your products if you give away your really good stuff (10:14)
  • Why you shouldn't hold content back and make it difficult for people to access (14:54)
  • Why giving people great free content will make them want to know more about you (17:30)
  • Why you shouldn’t worry about the people that won’t pay for content (19:37)
  • Why your free content should always link back to your product or service (20:46)
  • Why you need to be seen selling often and visibly to avoid ‘baby bird syndrome’ (23:00)
  • Why your free content needs to deliver tangible results to gain people’s confidence (26:33)
  • Why you should focus on putting great quality content out there (28:15)

Resources

Jess Lorimer Selling to Corporates Podcast

Join my Build Your Audience Programme

[335] How to create a high converting lead magnet (podcast)
[339] How to build an audience for an online course or membership (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[358] 13 Ideas for engaging social media posts for when you're all out of ideas (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[381] How to use awareness days to create content for your business (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[387] How to create more content in less time with Amy Woods (podcast)

How to add closed captions to your video using Rev and Kapwing

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[387] How to create more content in less time with Amy Woods

Want to save time on content creation? And get the content you create in front of a bigger audience?

If that sounds appealing, you'll love this podcast episode with content repurposing expert Amy Woods.

Amy explains what the best type of content is to create for your business, how to save time on your content creation and how to get the most out of every piece of content you create. She talks about content repurposing strategy and why you should consider the platform you'll be publishing your content on -  before you create it. PLUS why it's really important to make sure you create content that gets found by website search - and not just social media - so you can build your audience on your own platform.

Amy shares how she repurposes her own podcast and what types of content she creates for it. PLUS how to reduce content creation overwhelm.

Going to listen? I'd love to know what you think?

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About Amy Woods and her business Content 10x (3:36)
  • Why you should start with creating content that you are comfortable with (5:36)
  • Why using live video will give you the best content to repurpose from and engage your audience (7:16)
  • Why you need to remember the message that you are trying to convey when you repurpose your content (12:00)
  • How to repurpose a podcast or video and get it found by search not just social media (13:28)
  • Why you should get a transcription of your video audio to help repurpose content (15:20)
  • How to save time and reduce content overwhelm by making the most of your content (18:30)
  • Why it's good to think about the content you create in relation to the platform (24:12)
  • How to make the most of your easy to create behind the scenes content (27:24)
  • How Janet repurposes her podcast and the content she creates with it  (29:30)
  • How Amy repurposes her podcast and what content she creates with it (32:34)
  • Why it's important to be consistent with your content and how it builds authority and recognition (37:39)
  • Why Amy wrote her book after she had built her audience and content (40:23)
  • Why you need to ‘walk the talk’ and demonstrate that you are an authority (44:12)

Resources

Amy Woods Content 10X

Amy Woods Book Content 10X

[179] How to get more eyes on your content with Andrew & Pete (podcast)
[203] Boost your web traffic through content repurposing with Amy Woods (podcast)
[330] How to write awesome sales copy for your business (podcast)
[334] How to  build a large audience without paid advertising with Callie Willows (podcast)
[339] How to build an audience for an online course or membership (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[381] How to use awareness days to create content for your business (podcast)
[385] How to sell on Instagram Stories without feeling sleazy (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)

How to add closed captions to your video using Rev and Kapwing

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[386] The four types of content that will help you make more sales in 2020

Would you love to make more sales in your business this year compared to last year? 

In this podcast episode I share the four types of content that you need to create in order to make more sales in 2020. I explain why you can't just broadcast endless sales messages and why it's vital to create the right type of content depending on what stage of the buying journey your online audience is on.

PLUS why you shouldn't be afraid to create content that addresses your audience's concerns about buying your product or service - and how it can really help draw people over the line.

As well as different ways to create sales content especially if you are launching a new product or service, and how to create 'results-based content' for service business by sharing client success stories. And how to create 'results-based content' for a product-based business too.

So if you'd love to really nail the type of content that you are going to create to make sales in your business whether it's a service-based business or a product-based business you really need to listen to this podcast episode where I also share examples of the four types of content and how I use them in my business.

AND why you absolutely need to create and share 'walk the talk' content which showcases your wins and achievements (without being braggy) and what happened when I shared mine.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About my build your online audience programme (3:50)
  • Why you need to put out regular content if you want to make sales online (09:57)
  • Why you need to create content for people at different stages of their buying journey (14:28)
  • How to create general awareness content so that people can know, like and trust you (15:03)
  • Examples of how to create content that solves problems in a product-based business (17:49)
  • How to warm people up with awareness content before you launch a new product (23:55)
  • How to use consideration content and think about objections to your product or service (27:40)
  • How you can create content that reassures objectors to your product (32:32)
  • Different ways to create purchase content when you are making a clear sell or offer (34:24)
  • Why too much salesy content will make people zone out (36:08)
  • How to create results-based content for a service-based business (37:01)
  • How to create results-based content for a product-based business (40:32)
  • Why you need to tell people that you want them to share your product (42:26)
  • Why sharing 'walk the talk' content will help people understand what you can achieve for them (43:41)
  • Why you need to look at the stage your business is at when you decide what type of content you need to create (48:36)

Resources

MamaLife London - YouTube

[179] How to get more eyes on your content with Andrew & Pete (podcast)
[330] How to write awesome sales copy for your business (podcast)
[333] 39 Surprisingly easy ways to get people to open your emails (podcast)
[334] How to  build a large audience without paid advertising with Callie Willows (podcast)
[339] How to build an audience for an online course or membership (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[380] How to set goals for audience growth in 2020 and why you should (podcast)
[381] How to use awareness days to create content for your business (podcast)
[385] How to sell on Instagram Stories without feeling sleazy (podcast)

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[384] How to be more 'yourself' in your social media content

Have you ever agonised over a social media post, or felt nervous and then deleted it or over-thought your post to the point where you don’t post anything at all? Or maybe you've worried that it was a bit too personal? If you’ve ever struggled with overthinking what you post or worried about being judged for what you post then you need to listen to this episode with successful blogger, podcaster and author Natalie Lue.

Natalie who's a recovering people pleaser, perfectionist and over-thinker explains how to bring more of yourself and your personality into your social media content without worrying about it. She explains how to find the essence of 'you' and what makes ‘you-you’.  She also explains how we can lose our personality in the content we create by over thinking and worrying too much about 'the rules'.

So if you’d love to have a potential client or customer say to you "Did you just read my mind?" And you want to know how to bring more of yourself AND your personality into your social media content  and discover your ‘secret sauce’ then have a listen to this podcast episode.

This episode was recorded live at my content planning masterclass 2020Sorted. I’d love to know what you think…

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About Natalie Lue and her business (3:50)
  • How Natalie changed her relationship with Instagram and started ignoring the rules (5:00)
  • How Natalie has grown her Instagram after she started posting more as herself (8:10)
  • How Natalie changed her approach to Instagram by returning to her core (11:06)
  • How you can return to your core and find out what makes 'you - you’ (14:55)
  • Why you should use your own stories to create content that connects with people (19:15)
  • How to work out what energises you and how to use that in your content (21:20)
  • Why you need to think about your ‘secret sauce’ in everything that you create + share (23:42)
  • How Natalie creates content that people can relate to (25:10)
  • Why you should question the  social media ‘platform rules’ and write your own (26:10)
  • How to use your 'secret sauce' to enhance your content (29:01)
  • How to bring more of your personality into your content and the question to ask yourself (32:44)

Resources

Want to start your own podcast? Sign up for my podcasting course. 

[049] How to turn your blog into a business with Natalie Lue (podcast)
[161] How to work with bloggers and influencers with Kat Molesworth (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast)
[358] 13 ideas for engaging social media posts (podcast)
[362] How to grow your Instagram to 27K- fast (podcast)
[373] How to get more followers on any social media platform (podcast)
[376] Lessons learned from 1 million downloads of my podcast (podcast)
[379] How to grow your Instagram followers by 1K in 30 days (podcast)
[381] How to use awareness days  to create engaging content for your business (podcast)

Join the Media Diary Owners Club

Order your 2020 Media Diary here

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[382] How to create content that sells with Andrew & Pete

Want to know how to create content that sells (without feeling 'icky' about asking for the sale)?

You need to listen to this podcast interview with Andrew and Pete, which was recorded live at my annual content planning masterclass 2020 Sorted. Andrew and Pete have spoken all over the world about content marketing, including Social Media Marketing World, Content Marketing World and the Youpreneur Summit and are ranked as one of the top 100 digital marketers in the world.

In this interview they share how to create content that attracts the people who are most likely to buy from you  - aka 'handraiser' content - and then move them towards a sale. It's packed full of practical tips, tactics and examples that you can start applying in your business today. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

 

Podcast shownotes

  • About Andrew & Pete who they are and what they do (4:03)
  • Why thinking that sales are icky is one of the biggest mistakes you can make in your business (5:06)
  • Why you should create handraiser content and how to use it to make sales easier (7:15)
  • How to create handraiser content and find out who your hand raisers are (9:50)
  • How to get people to give you their email address without feeling icky (10:09)
  • How to recognise clients/customers that are mid intent and high intent (12:08)
  • How to get high intent clients by making them pre register for something (12:58)
  • What is a high intent enquiry and how to do a really personal follow up (15:01)
  • What is a mid intent enquiry and how to understand how interested they are (18:01)
  • How to ask the right questions that lead to hand raisers that go on to make a sale (22:02)
  • How to follow up with people and sell in a non icky way  (23:42)
  • Why getting a ‘no’ can help you sell more effectively to the people that will say ‘yes’ (25:15)
  • How to win future sales by understanding people’s objections (27:14)
  • The five different types of handraiser content that you can use to make a sale (29:46)

Resources

Andrew and Pete

Andrew on Pete on Twitter

Andrew and Pete’s YouTube channel

Vidyard

[179] How to get more eyes on your content with Andrew & Pete (podcast)
[333] 39 Surprisingly easy ways to get people to open your emails (podcast)
[335] How to create a highly converting lead magnet (podcast)
[339] How to build an audience for an online course or membership (podcast)
[348] How to write social media posts that sell (podcast episode)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[380] How to set goals for audience growth in 2020 and why you should (podcast)

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[376] Lessons learned from one million downloads of my podcast

Want to know how I've managed to publish a new podcast episode every week for the past four years? 

How I have managed to stay consistent, to show up every week, in fact, twice a week to start with and put a podcast episode out there?

This podcast answers your questions and more and is based around real questions that you have asked about my podcast. Even if you're not interested in starting your own podcast then please stay with me because what it's really about is showing up and publishing consistent content.

How do you keep showing up every week when maybe you're all out of ideas or you're not feeling well, or you're feeling uninspired or unmotivated, or you've lost a team member suddenly, how do you keep all of that going over a number of years?

This podcast isn't just about creating a podcast it's also about content planning, content creation and solving your audience's problems, it's about mindset. It's about staying consistent and overcoming the challenges and evolving. 

So you'll see it's so much more than how you keep a podcast going. 

I also share my favourite podcasts too. What do you think?  Have you listened to them?

I hope you enjoy the episode as much as I did recording it.

 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode.}

 

Podcast shownotes

  • Why you should listen to this podcast (01:57)
  • How to win in my 'Big Podcast Giveaway' (2:52)
  • Find out about my 2020 ‘Start a podcast programme’ (5:39)
  • What inspired me to start a podcast (and why it’s such a great way to connect with people) (7:02)
  • How I have consistently produced my podcast (and how accountability keeps me on track) (10:30)
  • Equipment I use to record my podcast, how it's produced and why I delegate the editing (13:04)
  • How I record a guest podcast episode (16:40)
  • How getting your podcast on iTunes can be the most challenging part (and how I did it) (17:09)
  • Why I choose podcast guests that can show they are an expert (rather than just a big name) (19:50)
  • How I got people to agree to be a podcast guest when I was starting out (24:58)
  • How my podcast has evolved and why I'm doing more solo podcasts than guest podcasts (27:44)
  • Why it’s important to have a great rapport with a podcast guest (and why some don't go as planned) (32:24)
  • Why I plan my podcasts to strategically fit in with what I am doing in my business (34:44)
  • Steps to produce the podcast from idea through to publication, repurposing and marketing (38:25)
  • How to promote a podcast and why you have to try lots of different ways (45:20)
  • Why a podcast needs to be quality content that solves your audience’s problems (48:47)
  • Top 9 episodes I've recorded? Try these they are full of useful practical advice that’s easy to implement:  133, 161, 227, 288, 275, 315, 341, 351, 362 (50:52)
  • Top 3 episodes that I am really proud of? Episodes with great longevity: 333, 339 and 340 (58:46)
  • What happens if the podcast guest doesn’t work out (1:00:05)

Resources

How to pitch yourself as a podcast guest (blog post)

Find out about my new start a podcast programme in 2020
Win in my Big Podcast Giveaway!

[133] How to grow your following on Twitter (podcast)
[161] How to work with bloggers and influencers with Kat Molesworth (podcast)
[227] How to make sales without being spammy with Jess Lorimer (podcast)
[253] How to land guest appearances on podcasts with Nicole Holland (podcast)
[275] How to write awesome sales copy - fast with Sarah Cooke (podcast)
[288] How to get started with vlogging(and how it can help your business (podcast)
[315] How to create a brand statement and why you need to (podcast)
[333] 39 Surprisingly easy ways to increase your email subscribers (podcast)
[335] How to create a high converting lead magnet (podcast)
[339] How to build an audience for an online course or membership (podcast)
[340] How to create a coaching or consultancy package for your business (podcast)
[341] How to use stories to attract your ideal audience (podcast)
[351] How to get corporate clients and why you should with Dylis Guyan (podcast)
[362] How to grow your Instagram following to 27K - fast (podcast)
[372] How to build an engaged online audience (podcast)
[375] How to get your first 1k email subscribers (podcast)

How to create a high-converting lead magnet course

Join the Media Diary Owners Club 

Preorder your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Buy your ticket for Build Your Audience Live

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn